Tips for Picking the Right Influencer for Your Influencer Marketing Strategy

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It is no secret that influencer marketing has become one of the most popular go-to buzzwords in the industry, in the last few years. Mediakix has noted that “Marketers are discovering that one of the best ways to target audience groups, drive awareness and elicit engagement across social channels is by creating innovative advertising partnerships with select social media influencers.” Hubspot also noted that 71 percent of consumers are more likely to make a purchase based on a social media reference. The proof, as they say, is in the pudding – i.e. influencer marketing is big business and it works.

A few months ago, I wrote about the benefits of businesses and brands investing in influencer marketing. However, one of the most important factors in achieving a successful influencer marketing strategy is to have the right influencer. So with that said, here are a few tips for picking the right influencer for your influencer marketing strategy.

  1. Relevance – This is quite possibly the most obvious and most important factor in picking the right influencer for your business and/or brand’s influencer marketing strategy. And yet, many companies fail at it. Finding an influencer who is relevant to your business/brand means knowing and understanding what your goals and objectives are for your influencer marketing strategy in the first place, knowing and understanding your audience and knowing and understanding that it is not a one size fits all with influencers. There are many different types of influencers that all come with their own unique voice and influence.

 

  1. It’s Not Always about the Big Numbers – As noted in my previous blog post about the benefits of influencer marketing, while the number of followers a potential influencer has is important, it is not always the most important thing and sometimes is not an accurate indicator of their influence. An influencer’s follower count indicates the extent of the influencer’s reach. However, it doesn’t always indicate the level of engagement and that is key because engagement is a true indicator of an influencer’s power. It is of little use for a brand and business to have an influencer who has a million followers but they are inactive followers. That is, they do not comment, retweet the tweets, repost the images, engage with the influencer at all, versus someone who has 200,000 followers who actively engage with everything they post, i.e. sharing it, reposting it, commenting, etc.

 

  1. Credibility – Another one of the most important factors in picking the right influencer for your business and brand is the credibility of the influencer and/or influencers you pick. Just like the case of using spokespeople for your brand, it is important to vet any potential influencer to ensure that there has not been any questionable social media behavior by them in the past, e.g. attempts to mislead or defraud followers, etc.

 

  1. Past Relationships of Influencer – Piggybacking off the previous point, in researching any potential influencer for your business and/or brand, it is important to consider any past partnerships, relationships, etc. they have in the past that may conflict with your brand and your message. For example, have they been advocates for brands or businesses that do not align with the kind of message that your business stands for and represents? Were they loud advocates for one of your biggest competitors? Because if so, your audience will likely not trust their sudden change of heart in advocating for you. Not to mention that the influencer themselves may lose credibility with their audience and by that token, no longer be as effective.

 

  1. Know What Type of Content You Want to Create – Finally, tying back to your influencer marketing goals and strategies, it is important to know exactly what type of relationship you want with your potential influencer and/or influencers, before deciding on someone. For example, do you plan to hand over complete creative control to an influencer in advocating for your brand, or are you looking for someone to share content that you create or will it be a collaborative partnership where you and the influencer jointly decide on the content that will be shared? Knowing where you stand on these issues is key to picking the right influencer and avoiding a potentially negative experience and partnership.
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Benefits of Implementing an Effective Influencer Marketing Strategy

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Influencer Marketing has become one of the most buzzed about terms in the industry, in recent years. So what exactly is influencer marketing? In a nutshell, it’s focusing some of your marketing and promotional activities around key individuals who have significant influence over potential buyers. In other words, it is more or less “word of mouth” marketing and it’s really not that different from what public relations practitioners have been doing for years in cultivating relationships with key industry opinion leaders for earned media purposes.

However, the concept has become more ubiquitous in recent years in large part due to the internet and specifically, social media. The popularity of social media and by extension specific individual social media accounts has created a renewed interest and importance on the power of influencers. And the reality is there are really no downsides to implementing an effective influencer marketing strategy into your business plans as the benefits are numerous. Here are just a few of these benefits.

Benefits

  • High ROI – According to a study conducted by Nielsen Catalina Solutions in conjunction with TapInfluence, Influencer Marketing can, in some cases, yield 16x higher ROI than an average digital marketing campaign.
  • Increased Trust & Credibility – Much like the use of thought leaders, the use of the right influencers can increase your credibility to your target audience, as well as increase their trust in your brand.
  • Increased Brand Awareness – This is obvious of course but still needs to be stressed that the successful implementation of influencer marketing increases your brand awareness, which of course can lead to an increase in leads, sales and ultimately your business bottom line.
  • Expand Brand Reach – Influencer Marketing also affords the opportunity to expand your brand reach, sometimes to an audience you may not have even previously been aware of.
  • Improve SEO – It’s very simple really. A sound influencer marketing strategy means greater opportunities and avenues for your brand to be mentioned and referenced on various platforms and online locations, which also means greater opportunities for showing up in organic search results.
  • Save Money – The return on investment, in some cases, from an effective influencer marketing strategy is far greater than the use of paid advertising and of course, a lot cheaper. According to a study from MDG Advertising, 70 percent of consumers want to learn about products through content as opposed to traditional advertising methods.

Of course, an effective influencer marketing strategy requires taking smart and specific steps. Here are a few tips for developing an effective influencer marketing strategy.

Tips 

  • Define Goals & Objectives – It can never be stated enough. You should always have a road map for whatever type of campaign or project your business is implementing, which means there should also be clearly defined goals and objectives.
  • Define Your Audience – Along with defined goals and objectives, there must also be a clear identification of your audience and their needs.
  • Categorize Different Influencers – As with most things, there are different types and categories of influencers. SmartInsights have identified ten and they all came with their unique voice and influence. To develop an effective influencer marketing strategy it is imperative to identify which type of influencer or influencers would be most appropriate and valuable for your brand.
  • Build Influencer Relationships Organically – Most people do not take too kindly to feeling like they are being used – more importantly that someone only interacts with them because of what they can get out of them. And influencers are no different. Of course, there are some influencers who don’t really care, especially if they are being paid but typically, most influencers are put off by a request to promote a brand when they have had no previous interaction at all with the company. It’s best to start by building relationships with influencers, not unlike relationship building with your target audience. This will significantly increase the credibility and genuineness of said influencer promoting your brand.
  • Consider More Than Just Follower Count – Yes, of course, an influencer’s follower count is important. It does suggest the power of their reach and more importantly, their voice.  That being said, we know that follower counts don’t always accurately tell the tale. After all, followers can be bought and manipulated in other ways. Therefore, it is important to consider other factors such as an influencer’s engagement rate. How many comments are they getting for their posts, how many re-tweets, likes, etc? That is a far more accurate measure of just influential they are.